Forums: Discussions for entrepreneurs and small business.

Okay, you make some excellent arguments about eliminating the professional ad firm from the process.  I`ll agree now.  The concept of "consumer-generated advertising" is spelled out right there in the term itself.  That`s our competitive edge.  And yes, we would have to be upfront about it - no ad agencies!

I`ve some thoughts about the process of holding up a high standard of quality.  What if we separate idea from execution within the contributors?  Meaning, the person who thought up the idea isn`t necessarily the one to execute it.  Just because someone has a great idea, even if they are a designer, doesn`t meant that they are a good enough designer (or the right one) to create an ad of a certain caliber.  This would be an understanding built right into our online teams.

And who gets final say of who does what?  The advertiser.  Get this...  So all ideas and executions along the process are put to a vote.  The results show what the people like best but the advertiser makes the final decision.  They could choose the lower voted idea if they like it better.  But our model really caters to showing what consumers prefer which would most likely persuade the advertiser to choose the winning idea.

When a great idea surfaces but the execution is not promising quality, the advertiser can choose a different designer/developer/copywriter/etc. to implement the idea.  An open call is then placed for designers.  This would not be like Sitepoint asking for finished work but a chance for a designer to jump in and say "pick me, I can do what you need!"  Once again, the people vote on the prospects and advertisers get to make their choice.  Or maybe the advertiser just gets to choose without a vote.

I`m brainstorming here and I hope that made sense.  By giving advertisers the final say, they get the control they need to ensure they get what they want (one of Jeff`s tips above).  At the same time, the process is still built for consumer-driven creative.

We`re getting warm. 

I think that it might be a good idea to start working backwards.

1. First define what our end product will be. What will we ultimately deliver to the client? What are we promising?
2. The steps and processes that will lead to that end result. In this case, let`s say that there are 10 steps. What is step 9, then 8 etc...?

Question - How do we compensate participants? Is it based on the level of their contribution? Is everything shared equally so that the production team who put it all together is compensated the same as the individual who came up with the initial idea? Obviously the amount of work that will go into the production process will be far more than just coming up with a great idea or concept, but without the great idea or concept there would be no production; so how is this determined so that everyone involved feels it`s fair?

This is taking on the feel of an online reality show like the Apprentice. Here is the client. Here is the task. Get your team together and may the best man/woman win.

ITake a look at this - http://www.marketingvox.com/archives/2005/01/26/marketing_re ality_show_launches_online/

If you do a search on "user-generated ads"  you will find some interesting information.  Mainly a number of big-players are doing some version of what they consider user-generated.  For instance. McDonalds and MTV.

and right they should, consumers are no longer blindly following the advice of the commercial.  Not when we can do a search and see what real people have said about the product.  I didn`t buy my last vehicle until I read reviews from other consumers.

It sounds like a fun business and it could be great for the SMB market.


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Laura Glynn www.parrotworks.com the art of e-learning the science of web design multimedia in a Flash!

Being an Art Direction student and a lover of the business I would like to
this come about. I actually do alot of photoshoots of models and alot of
commercial print ads, commercial design and have done more then a few
30sec and 60sec commercials. There is a community that can help you
also.. Its called Current tv. You can get it on Direct TV that I know of
channel 366 I think. Anyway it would help you get started with what
equipment to buy and so on. They also offer 1000s of dollars in prize
money. I dont know how much time I would have to invest. Im juggling a
full time job, starting my own Magazine, and going to school full time but
I will always try and help out when I can. I am fluent in these computer
programs also. Photoshop, Illustrator, Dreamweaver(super novice) but I
can get around. Final Cut Pro, and anything else when it comes to creative
programs i can ususally work it out. Hey if any of you are interested in
learning a computer program www.lynda.com is a great place to start
also. It teaches you step by step instruction. Like I said I am very busy but
if you need a quick answer i can def help you in some way shape or form
when your doing your Ads.. Im glad to meet you all and good luck.

Stretch

Thanks for the info! I`ll put you on my resource short list.

Duke

I like the novelty value for a company they could get GREAT mileage out of "The person that designed the advert is just like you..."

Keep it REALLy simple guys, I like the concepts...


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Steve Gray
Business Zealot!

Get more business tips for free! www.freebusinesstips.com.au

Leadership - Innovation - Communication - Personal Development - Marketing - Strategies for Growth

I was piqued until I saw strategydude`s suggestion to exclude professionals.  If I read his post correctly, it would seem by his definition that he, I, and even campsteve - the originator of this truly outside-the-box idea, would all be ineligible to participate. I haven`t had my second caffeine injection yet this morning... perhaps I misunderstood his intent.

gelmtree2006

In my view, if you are listed, for example, in the SRDS as a recognized advertising agency, are eligible to receive commission from the media for placements, compete in physical agency reviews, employ in-house copywriters, proofreaders, creative directors, AE`s and AM`s and pitch accounts to secure control and negotiate their budgets for an entire year - then yes, I believe that you would be ineligible to participate for the simple purpose of creating an even playing field for everyone involved. (How’s that for a long winded run-on sentence?)

If on the other hand you are a sole proprietor or freelancer, who does creative work in some capacity, and does not employ an entire (in-house) creative staff and operate the fashion that I have indicated above, then I see no reason why you couldn’t participate in this process. Please understand that this is all in the brainstorming phase at this point and no final decisions have been made. I’m just offering my two cents to this idea and discussion for what it’s worth. My point was to be sure that our format is fair for all parties involved, however that ends up being defined.

Duke

Working in a field that few know of (impregnation services)for parts not people.

  I have found it easy to write copy from comminents made by clinets or employees that visit our shop. This makes more sence to the possable new user because they can understand what to expect.

  A pro system of advertising does not work for some types of compaines due to the fact they don`t understand the client base we are attemptioing to reach.

 

Duke "strategydude", thanks for the clarification.  I`ll be watching to see where this goes! Based on your definition, I would be able to participate. Now I`m really intrigued. Although commissions on advertising placed on behalf of clients represent a significant share of my revenue, I`m probably the antithesis of a traditional advertising agency.   (And remain a sole proprietor thanks to some reliable outsourcing.)

Carole

P.S. to Roadtec:   I must respectfully disagree with your statement  <<A pro system of advertising does not work for some types of compaines due to the fact they don`t understand the client base we are attemptioing to reach.>>  It sounds like you`ve had a disappointing experience. I believe there is a way to reach any client base (providing you can define such)- it simply may not be a traditional or mainstream method.